This ad enraged the public. Enraged, tickled and inspired them to download.

I wrote this copy as an ode to the infamous Dril tweet about candles. After selecting ice cream as the vice of choice, I made the whole thing Comic Sans.

The controversy paid off. Created while I was the in-house copywriter/UX writer, it became one of Albert app’s most successful paid social ads of the year, and launched six months of iterations by the rest of the Growth team.

Throughout 2020, when this ad ran, Albert grew from 3 million to 5 million users.